What Share Of Paywall CTAs Are Dismiss Buttons?

Among 2,679 role-labeled paywall CTAs tracked by Lazyweb Research, 196 (7.3%) are dismiss-role buttons, spanning 64 companies ^[1]. Dismiss is the rarest labeled role behind primary (1,886), unknown (1,727) and secondary (597) ^[1]. Because 39% of all CTAs are role='unknown', 7.3% is a lower bound on true dismiss prevalence ^[1].

Just 7.3% of role-labeled paywall CTAs (196 of 2,679) are dismiss buttons — Lazyweb Research, July 2026.

Lazyweb Research · n=2679 · Published 2026-07-07

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The finding

Of 2,679 role-labeled paywall CTAs, only 196 (7.3%) carry the dismiss role, across 64 companies ^[1]. Dismiss is the least common labeled role. Purchase-driving primary CTAs dominate at 1,886, and secondary CTAs (plan toggles, alternate offers) reach 597 ^[1].

Role distribution

CTA role	Rows	Share of labeled
Primary	1,886	70.4%
Secondary	597	22.3%
Dismiss	196	7.3%

Shares are of the 2,679 labeled rows; a further 1,727 rows are role='unknown' and excluded from the denominator ^[1]. Always cite the labeled denominator when quoting dismiss prevalence ^[1].

How to apply it and caveats

A dedicated dismiss button is a deliberate design choice most teams skip — fewer than one in thirteen labeled CTAs is one ^[1]. If you add one, the top texts are 'not now' (56), 'no thanks' (41), and, notably, 'cancel' (40) and 'maybe later' (26) among the 196 dismiss-role CTAs ^[2]. Caveat: 7.3% is a floor because 39% of CTAs are unlabeled; some dismiss buttons hide in that bucket ^[1].

The numbers

Stat	Computed from
196 dismiss of 2,679 labeled CTAs (7.3%), 64 companies; primary 1,886, secondary 597, unknown 1,727	dismiss_ctas_among_labeled + cta_role_distribution
dismiss-role top texts: not now 56, no thanks 41, cancel 40, maybe later 26, dismiss 15, skip 10	dismiss_copy_leaderboard (dismiss-role subset)

Methodology. Role-based figures use the 2,679 role-labeled CTA rows out of 4,406 total. Dismiss prevalence is a lower bound because role='unknown' covers 39% of CTAs. July 2026.

Sources & citations

[1] Lazyweb Research analysis of 2,679 role-labeled paywall CTAs (mobile app corpus, 252 companies), July 2026. Dismiss prevalence is a lower bound; 39% of the 4,406 total CTA rows are role='unknown'. ↩
[2] Lazyweb Research analysis of 196 dismiss-role paywall CTAs (mobile app corpus, 64 companies), July 2026. Top dismiss-role CTA texts by frequency. ↩

Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.